Wow. Wow is just about all that I can say about this rebranding effort. First let me quote Philly.com, "Comcast Corp. said yesterday that it would re-brand its TV, Internet, and telephone services as Xfinity on Feb. 12 to signal to customers that this isn't the same old company. Comcast will remain as the corporate name, but the company will emphasize Xfinity in advertisements and on 24,000 service trucks and thousands of employee uniforms."

Old Logo:

From what I've gathered xfinity has been the name of their mobile tv unit and will now be the public-facing identity for its main services. Here are the major issues.

I don't think if pressed that I could think of a worse name for company. Xfinity just sounds stupid. Like you'd see it as the name of a bad company from a movie set in 2025. Ugh.

I'm usually not in favor of my i's losing their tittles (dots) when set in sentence case without a good reason.

If you're going to go for that whole symmetrical thing, then work out the details so that the x doesn't look too small compared to the y. The difference in apertures (the openings) could have been fixed.

The kerning seems off all over the place.

And I don't think if pressed that I could think of a worse name for company. Xfinity just sounds stupid. Have I mentioned this?

New Logo (Rather the name/logo that will represent Comcast):

The corporation known as Comcast still exists it will just be the parent company behind the scenes. The company is stressing that the change is not an attempt to distance itself from all of Comcast's public perception issues or customer services problems, but was done to signify all the new products and services to come. My grandmother always told me that the truth usually lies somewhere in between two sides and I think that holds true here.

I'm not sure how anyone is going to build a brand around this name and identity. I actually was rather fond of all the Comcastic design-driven work as well as some of the ads by Goodby, Silverstein & Partners; some of which I had seen when l was living in California. A tough client yet some nice work. Now with this latest re-brand, the agency's job just got that much more difficult.

The Evolution of Rabbit

I thought I would also share this bad screenshot of what the xfinity.com site looked like a few days ago before the announcement. It's not pretty.